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Monday, August 25, 2014

Marketing Continuum 2014 - Report

Marketing Continuum 2014 was organized on 10th
August, 2014 with a theme reflecting the current trends and challenges faced by
the Marketing Managers.

In an era where customer wants are continuously evolving,
Marketers have to be vigilant and agile in order to match their expectations.
In the evolution of Marketing, from delivering values to delivering experience,
the role of customer touchpoints has been very significant. Considering
the increasing significance of customer touchpoints in today’s competitive
markets, and the need for its effective management to achieve customer engagement,
Marketing Continuum was themed as follows: “Managing Customer Touchpoints – a Road to Engagement”

The first speaker for the day, Mr. Vikram Swaroop, Head, Marketing Communications, Skoda
Auto India Ltd. spoke about the topic: ‘Managing Customer
Touchpoints: Next Generation Digital Marketing’. He started the talk by giving
insights on how the automobile industry is becoming commodity based rather than
brand based. He mentioned the increasing online research by the consumers and
also the increase in number of options available to the modern car buyer. He
also mentioned that Skoda’s Facebook page has 1.2 million likes; YouTube
channel has 8.6 million views and is the only car brand in India which gives
the same online experience on a desktop and a mobile. He stressed on a
significant point about how Skoda is not in the volume game to compromise on
the safety standards. He concluded by saying how important it is in today’s
business to manage increasing number of touchpoints owing to the internet usage
of the prospective clients.

The second speaker for the day, Mr.
Amit Sharma, CVP, Marketing, Max Life Insurance Ltd. delivered a lecture on
‘Customer Relationship Management: From Differentiator to Necessity’ He started
the talk by explaining the importance of Marketing in any industry. He then
laid emphasis on marketers to stay relevant in the changing market scenario as
over the time customers usually tend to outgrow brands. He also talked about
the need of marketers to develop effective customer strategies and have atleast
level three customization to cater to the ever evolving customer needs. He then explained that customer belongs to
everyone and every part of business has the potential to touch the customer at
some point along his buying journey. He then explained the marketing chain
starting from customer acquisition, moving on to the customer’s on boarding
process and then to the customer retention and expansion process.

The third speaker for the day, Mr.
Makarand Kulkarni, Head, Sales and Marketing, Glenmark Pharma, delivered a talk
on the topic: ‘Customer Engagement in Pharma – New Medicine in Old Bottle.’ As
Mr. Makarand Kulkarni described the global as well as Indian pharma scenario,
he pointed out the same. He also came up with staggering numbers such as the
current value of the global pharma industry, USD 858 bn. (INR 53000 bn). The
top five players in the world – USA, Japan, China, Germany, France; of which
USA and Japan account for about 50% of the global share. Pharma is not only
about bitter medicines but also about Brands. There are 2 types of marketing
models in India. First one is RX model wherein a medical Representative pitches
about his product to a doctor who in turn prescribes it to the patient. The
other model is OTX Model where in a medical representative directly sells his
product to a consumer. To conclude, he emphasized once again on the robustness
of Indian pharma. He said that Indian Pharma Market is doubling every year and there
is still a wide scope of improvement and to capitalize on this chance, it is
necessary to pick the right opportunities that come its way.

The forth speaker for the day, Ms. Namrita Sehgal, Director of Internet Marketing, Taj Hotels Resorts
& Palaces, delivered a talk on ‘Managing Customer Touch Points – A Road
to Engagement’. She started the talk by highlighting that the customer journey,
starting from planning a trip to booking a hotel, has become more complicated
than ever. She said the customer journey can be divided into two sections; The
Pre-Stay Journey and the Post-Stay Journey. The Pre-Stay journey involves the
following steps: Dream, Explore, Engage, Shortlist, Commit, Pre-Arrival. After
describing about the Pre-Stay journey, Ms. Sehgal then explained about the
Post-Stay journey which included the following stages: Just Landed, During
Stay, Post-Stay & Loyalty.Ms. Sehgal then concluded by stating that the future use of wearable
technology, augmented reality and experience zones will completely change the
dynamics of managing customer touch points.

The fifth speaker for the day, Mr. Ashish Nanavati, Head, Digital Marketing, Shaadi.com. Mr. Nanavati
started with a small introduction on touchpoints and their complexities and highlighted
on the role of digital marketers in reducing these complexities. He then went
on to explain the concept of bucketing. He spoke about different forms of media
including paid, owned, earned and converged media and how each of them plays
its part in developing customer relationships. He then highlighted the
importance of Data Management Platforms (DMP) in capturing the touchpoints. He
explained the importance of DMP in normalizing, analyzing data and tracking it
to attract the target users. He then moved on to explain about the condition of
E-commerce industry in India and its hidden potential. E-commerce industry is
expected to grow by almost 4 times between 2011 and 2015. Mr. Nanavati
concluded by saying that already twice as many things are connected through
internet than people and in near future almost everything will be connected to
internet.

The sixth speaker or the day, Mr. Ambi Parameswaran, Advisor, FCB Ulka Advertising discussed three
case studies of Bausch & Lomb, Oreo and Nerolac. The talk started with a
brief insight into the changing new generation consumer. The first case study
was about Bausch & Lomb - Creatingrelevance for Bausch & Lomb with
youth. He then moved on to discuss about OREO’s
ad campaign in US. Most famous ad of 2013 was OREO’s ‘Dunk them in the dark’ which was done during a black out in the
Super-bowl. The third case study
discussed was about Nerolac Paints
Ad campaign. Nerolac was initially perceived as a mass brand. Lastly he
discussed about the AutoExpo in New Delhi in 2014. Technology was leveraged to
generate interest in the customers for Jaguar. An app with IPad integration
helped them in generating 611 enquiries in a short span of time. Lastly, he
spoke about various books authored by him and recommended books for the
students to read in order to understand branding and campaign management.

The final speaker for the day, Ms. Rupa Roy, Director Marketing, McAfee,
India and SAARC, deivered a talk on: ‘Challenges in the Traditional Marketing
and the present era of Emotional Marketing.’ She started the talk by explaining
about the different forms of advertising and based on a survey insisted that
the advertising done using “ word of mouth” is the most effective of them all. She mentioned about the “converged marketing” in which a mix
of paid, earned and owned categories of marketing campaigns had to be done
simultaneously. Next, she spoke about the constantly evolving dynamics of
marketing. She insisted on the importance of innovation and creativity in
marketing and also mentioned that without these qualities one cannot survive in
today’s world. She concluded her presentation, by urging the gathering to
constantly challenge status-quo, innovate and approach problems with a creative
bent of mind.

The continuum ended with a vote of
thanks by the student co-ordinator for the Marketing club. Marketing continuum
2014, which saw a perfect blend of stalwarts from industry and academia, was a
great learning experience for all the students of Shailesh J. Mehta School of
Management, IIT Bombay.

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